How can a 19 year old from Romford, armed with just a video cam in their bedroom, get more viewers than most bands, TV shows, magazines and adverts?
Or a middle aged housewife from Texas with a Chewbacca mask get more views than any social media agency has every achieved? Candace Payne managed to smash Facebook Live’s record by simply laughing in her car as she put on a d mask (145m views and counting).
Video is the new messenger and with cheap technology and easy to use editing software, any idiot can make a fool of themselves online.But one of the most interesting areas of video are vloggers (video bloggers).
It seems that the big audiences are no longer controlled by big media giants, producing well polished entertainment that has been researched to death. Now anyone can turn on a video camera and become a media celebrity. No wonder advertisers are beating a path to their doors.
In a way it’s similar to punk vs prog rock – raw, honest, authentic gut feel entertainment pushing aside sophisticated quality. Kids relate to kids not corporations, well not until they get past 25.
Vloggers have captured massive audiences, mainly among the under 25’s and teens especially. The dominant theme is beauty and fashion, almost entirely by female bloggers, and general fun and even bizarre talking heads from men. There is definitely a defined difference between how the sexes blog.
The number one UK vlogger is Zoella who has over 10m subscribers on YouTube. She has also found herself a very successful author and now has a cosmetic range too. Her first novel sold more copies than Harry Potter in its first week of sales.
Advertisers have been quick to jump on the bandwagon but not without some consequences. Audiences quickly feel betrayed, as some vloggers have discovered, when they sell out to brands. Some now refuse to because of the fear of loss of audience, however, those pulling in millions of views can make a good living off the ad revenue – one of the biggest global vloggers, Pew Die Pie (44m subscribers on YouTube), makes an estimated £2.5million a year in advertising revenue alone
Connecting with youth
Brands, publishers and even broadcast, desperate to connect with youth have been beating a path to top vloggers doors. BBC Radio 1 hired the popular vloggers Tyler Oakley, TomSka and Zoella to present shows in a bid to cling on to younger listeners.
Namedropping a brand in one of their vlogs can earn them a fee of between £10-50K, which is why the ASA has clamped down on vloggers promoting brands – paid product endorsement now needs to be made obvious. New guidelines (by the ASA and CAP) require vloggers to make paid marketing obvious and label advertising content and explain when they have been asked to feature products sent to them by companies, paid or unpaid.
Some of the top vloggers
Zoella (Zoe Sugg) is all about beauty and make up and is probably the number one vlogger with over 10.6m subscribers on YouTube and over 748m views. Over 2.6m likes on Facebook. 8.1m followers on Instagram. 4.85m on Twitter. 118k on Pinterest. 298k on Bloglovin’. She even now has her own cosmetic range, Zoella Beauty and has written a book, Girl Online – fastest selling debut novel. https://www.zoella.co.uk/ https://www.youtube.com/user/zoella280390/featured
Everyday Estée – Estée Lalonde AKA Essie Button. Estée is predominately a beauty blogger. YT subscribers: 349k, over 41m views. https://www.youtube.com/user/essiebuttonvlogs
Marcus Butler. He likes to have fun every Saturday night- light hearted observational content. YT subscribers: 4.444m. https://www.youtube.com/user/MarcusButlerTV
Caspar Lee South African vlogger and actor, talks to camera and interview people. Just published his book Casper Life. YT subscribers 6.124m. Over 540m views. https://www.youtube.com/channel/UCAaUVu8vYss8zCaC0WuA9jA
Alfie Deyes, Pointless Blog. Alfie is Zoella’s partner and has over 3.2million followers on Twitter and over 4 million on Instagram. He was named by Yahoo! News as one of “12 Web-savvy entrepreneurs to watch” . YT subscribers 5.17m. Over 390m views. https://www.youtube.com/user/PointlessBlog
Shirley B. Eniang does style, shopping beauty. YT Subscribers 683k. 43.5m views. https://www.youtube.com/user/shirleybeniang
Lex Croucher has a light hearted channel and uploads dumb internet videos, chats to camera and sings (but not very well). She has two channels, tyrannosauruslexxx and Lexcanroar. YT subscribers: 11,000. 125k views. https://www.youtube.com/user/lexcanroar
Sprinkle of Glitter, Louise Pentland. Louise vlogs about cosmetics, sparkly gems and interior design. She’s also bessie mates with Zoella. YT subscribers 2.48m. 147m views. Twitter 1.76m. Over 1m Facebook likes. https://www.youtube.com/user/Sprinkleofglitter
Ugly Face of Beauty (GraceFVictory) – Gracie Francesca. She talks about self esteem, fashion and beauty and describes herself as “The Internets Big Sister!” Ironically Gracie is not very beautiful. YT subscribers 206k. Over 6m views. https://www.youtube.com/user/UglyFaceOfBeauty
Tyler Oakley is an American YouTube personality and advocate for LGBT youth and gay rights. He does the ‘Psychobable’ series with Korey Kuhl. And also Podcasts. He has become a media phenomenon having appeared on TV, the cover of Binge magazine, on radio and numerous events. YT subscribers 8m. 576.6m views. 5.23 Twitter followers. Almost 3m likes on Facebook. 6.3m followers on Instagram. https://www.youtube.com/user/tyleroakley/featured
Thatcher Joe (Joe Sugg) likes to make a “fool out of himself on camera for your entertainment.” YT subscribers 6.7m. 682m views. https://www.youtube.com/user/ThatcherJoe/featured
JacksGap (Jackson & Finn Harries). Twins Jack and Finn Harries vlog and blog about the love of travel and storytelling. They have a number of strands, most travel but also do the Shed Sessions – featuring emerging musicians performing in garden sheds.
Danisnotonfire – Dan Howell has a highly approachable manner and creates light hearted observational videos. “I make videos about how awkward I am and people laugh at me.” YT subscribers:5.8m. 531m views. Twitter: 2.74m. Facebook: 1.22m. Instagram 2.8m.
Charlieissocoollike (Charlie McDonnell) produces fun, entertaining content. Now he’s focused on fun science, which is also a book he’s writing. YT subscribers: 2.4m. 296m views. Facebook: 315k. Twitter: 690k.Instagram: 197k.
Niomismart. Niomi Smart is a lifestyle Vlogger, co-founder of SourcedBox, & author of ‘Eat Smart’. Dates Marcus Butler. YT subscribers: 1.59m. 75.2m views. 1.6m followers on Instagram. 882k Twitter followers. 35.7k like on Facebook.
Joey Graceffa has captured the hearts of millions of teens and young adults through his playful, sweet, and inspirational YouTube presence. He blogs daily and has written a book ‘Real Life – my journey to a pixelated world.’ YT subscribers: 6.2m subscribers. 852m views.
Tanya Burr – beauty, fashion and lifestyle vlogger. She has her own cosmetic range and book ‘Love Tanya’. YT subscribers 3.5m subscribers • 281m views. Facebook: 1.85m. Facebook: 808k.
Jim Chapman – vlogger, writer for GQ and model, known for his pop culture, vlogging and men’s fashion. And dating Tanya. Also has another channel EveryDayJim. YT subscribers: 2.6m. 155m views. Twitter: 1.77m. Facebook: 1m+. Instagram: 2.1m.
Pixiwoo – Sam & Nic Chapman, makeup artists. Founder of Two magazine. YT subscribers: 2m. 261m views. Twitter: 244k.Facebook: 685k. Instagram: 633k.
TomSka – Thomas James “TomSka” Ridgewell is a British comedian and YouTuber, best known for Internet video series asdfmovie and Eddsworld. YT subscribers: 4m. 813m views. Twitter: 262k. Facebook: 221k. Instagram: 51k.
Pew Die Pie – Felix Arvid Ulf Kjellberg, better known by his online alias PewDiePie, is a Swedish web-based comedian and video producer, best known for his Let’s Play commentaries and vlogs on YouTube. YT subscribers: 44m. 12.141m views. Twitter: 7.45m. Instagram: 8.5m.
The above is part of research done for a new 150 page insight guide into what Millennials & Students are reading, watching, listening to and engaging with by Creative Orchestra & The Garage.
For a copy please email firstname.lastname@example.org
Chris Arnold is founder of Creative Orchestra Advertising & The Garage (Disruptive Innovation consultancy). www.co-garage.com Feedback: email@example.com